Empathy in Frames: Animated Cartoons To Reduce HIV Stigma Among South African Young Adults

Columbia University

Status: Completed

Conditions: HIV-related Stigma

Treatments: Behavioral: Thabo cartoon; Behavioral: Steve cartoon

Study type: Interventional

Funder types: Other

Identifiers

NCT06724445

AAAU5702

Details and patient eligibility

About

This study looks at whether using cartoons that reflect the culture of South Africa can help change how young adults there think about HIV/AIDS. This study will test two types of cartoons in a two-arm (treatment, comparator) randomized controlled trial design-one with Black characters and one with White characters-to see how they affect people's attitudes and knowledge about HIV/AIDS. Randomly allocated participants will be Black seronegative South African adults between 18 and 35 years old. This group was chosen because they're a demographic disproportionately affected by HIV, they're at a high point in their lives for shaping and sharing beliefs, and they're also highly active online, which is where this study takes place.

The cartoons will show the daily struggles of the protagonist living with HIV/AIDS, and end with a call to action. The study aims to highlight how the characters' ethnicity influences how viewers feel about and remember the message. The investigators want to understand if seeing characters who look like them helps people understand and empathize more. The aim of this study is to learn how cultural representation can improve health communication and guide future efforts to reduce stigma in different communities. Ultimately, the investigators hope this study will contribute to better public health messages and create a more accepting environment for people with HIV/AIDS.

Enrollment: 1,496 patients

Sex: All

Ages: 18 to 35 years old

Volunteers: No Healthy Volunteers

Inclusion criteria

• Must self-identify as Black South African
• Must be HIV seronegative
• Age range: 18-35 years
• Must currently reside in South Africa
• Must have basic English language comprehension
• Must have internet access to view video content

Exclusion criteria

• Prior participation in HIV stigma reduction interventions
• HIV seropositive status
• Non-Black South African identity
• Outside target age range (18-35)

Trial design

Primary purpose: Other

Allocation: Randomized

Interventional model: Parallel Assignment

Masking: Double Blind

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1,496 participants in 2 patient groups

Thabo group

Experimental group

Description:

Participants will view a cartoon video featuring a Black seropositive protagonist

Treatment:

Behavioral: Thabo cartoon

Steve group

Active Comparator group

Description:

Participants will view a cartoon video featuring a White seropositive protagonist

Treatment:

Behavioral: Steve cartoon